A new study by Visa has found that women-led businesses in Jordan are increasingly using digital tools to sidestep structural and societal challenges. While a majority report facing significant bias, they are not waiting for the system to change; instead, they are building their own pathways to growth online.
Quick Facts
- Nearly 70% of women entrepreneurs report facing bias.
- Digital adoption is a key strategy to bypass barriers.
- Challenges in funding and mentorship remain significant.
The Digital Workaround
The research highlights a powerful trend: women entrepreneurs are actively leveraging technology as an equaliser. By adopting digital payments, building e-commerce stores, and using online customer engagement tools, they are effectively reducing their reliance on traditional business networks where bias is often prevalent.
Moving operations online is proving to be a critical strategic move. It lowers market entry barriers, provides direct access to a wider customer base beyond local constraints, and allows for more agile and flexible business models. This is particularly crucial in an environment where access to capital and physical mobility can be limited.
A Commercial Missed Opportunity
The study’s findings point to a major economic opportunity that the ecosystem may be overlooking. The proactive pivot to digital by women-led businesses isn’t just a reaction to systemic friction; it’s the creation of a new, high-growth segment.
For investors, VCs, and ecosystem builders, this segment represents a significant commercial opening. Ignoring the digital acceleration of women-led SMEs is not merely a social oversight but a missed opportunity to back a resilient and rapidly expanding part of Jordan’s economy.
Bridging the Remaining Gaps
Despite their resourcefulness, significant hurdles still limit the full potential of these businesses. Access to funding, advanced digital skills training, and relevant mentorship continue to be major roadblocks.
Visa’s report suggests that the most effective support will come from targeted initiatives that combine financial access with capability-building. This includes specialised training programs, dedicated funding vehicles, and partnerships with fintech platforms designed to accelerate digital adoption and improve business outcomes for women founders.
About Visa
Visa is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and government entities across more than 200 countries and territories. Its mission is to connect the world through the most innovative, convenient, reliable, and secure payment network, enabling individuals, businesses, and economies to thrive.
Source: MEA Tech Watch
